How do you Monitor Customer Perception?

[lamorenita_QA]

Hello, My question is related to ISO 9001:2008 8.2.1 customer satisfaction/perception. How do you monitor customer PERCEPTION? we have customer satisfaction surveys, but we are a having a difficult time in defining cutomer perception, let alone trying to measure/monitor it. Can somone suggest ideas or provide examples? Any feedback is appreciated.

 

[insect warfare]

Hello, My question is related to ISO 9001:2008 8.2.1 customer satisfaction/perception. How do you monitor customer PERCEPTION? we have customer satisfaction surveys, but we are a having a difficult time in defining cutomer perception, let alone trying to measure/monitor it. Can somone suggest ideas or provide examples? Any feedback is appreciated.

Hi Lamorenita_QA,

I've contacted a moderator to see if this post can be moved to a new thread, as this may generate more responses to your question.

Brian

(This is now in a new thread and I am sure lamorenita_QA will have more responses on his question here. The Similar Discussion Threads in this page which you will see as you scroll down can also be a source of information to you.)

 

[Sidney Vianna]

Hello, My question is related to ISO 9001:2008 8.2.1 customer satisfaction/perception. How do you monitor customer PERCEPTION? we have customer satisfaction surveys, but we are a having a difficult time in defining cutomer perception, let alone trying to measure/monitor it. Can somone suggest ideas or provide examples? Any feedback is appreciated.

You monitor customer perception of your ability to satisfy them by ASKING them how they feel about you, as a supplier.

Customer Satisfaction Management is KEY to any organization's sustainable success. The ISO TC 176 developed 4 documents specifically related to the subject:

• ISO 10001 – Customer Satisfaction — Guidelines for codes of conduct for organizations
• ISO 10002 – Customer Satisfaction — Guidelines for complaints handling in organizations
• ISO 10003 – Customer Satisfaction — Guidelines for dispute resolution external to organizations
• ISO 10004 – Customer Satisfaction — Guidelines for monitoring and measuring

Soon, there will be a major announcement about these four standards.

 

[Marcelo]

How do you monitor customer PERCEPTION? we have customer satisfaction surveys, but we are a having a difficult time in defining cutomer perception, let alone trying to measure/monitor it.

Just to clarify terms, from ISO 9000:

customer satisfaction
customer's perception of the degree to which the customer's requirements (3.1.2) have been fulfilled

So, per the definition, surveys (or the like) are in fact ways to measure customer perception.

Customer satisfaction is the result of comparing customer's expectations with the customer's perceptions as measured.

 

[JaneB]

Hello, My question is related to ISO 9001:2008 8.2.1 customer satisfaction/perception. How do you monitor customer PERCEPTION? we have customer satisfaction surveys, but we are a having a difficult time in defining cutomer perception, let alone trying to measure/monitor it. Can somone suggest ideas or provide examples? Any feedback is appreciated.

Can you give a bit more information about what you produce or supply and who your customer or customers are? Because the answer to your question may vary enormously, depending on these issues.

As an example, one of my clients really only has 2-3 major clients. He sees little point in keeping on 'asking' them if they're happy with his services, because he'd be talking to the same 2-3 purchasing officers all the time and they've all made it plain they don't want him to send surveys etc. Instead, he keeps a VERY close eye on repeat business from these clients and referrals from them.

 

[ssz102]

i think these actions can be used minitor the customer satisfaction as below:
1.customer complaint, it reflect the quality of product your supplied and them expectation
2. visit to customer on site regularly or by email to get some information usefully
3. the volume of orders, it more reflect the customer's futher plan or budget

 

[harry]

Hello, My question is related to ISO 9001:2008 8.2.1 customer satisfaction/perception. How do you monitor customer PERCEPTION? we have customer satisfaction surveys, but we are a having a difficult time in defining cutomer perception, let alone trying to measure/monitor it. Can somone suggest ideas or provide examples? Any feedback is appreciated.

Have you read the threads on customer satisfaction index (CSI)

 

[lamorenita_QA]

Can you give a bit more information about what you produce or supply and who your customer or customers are? Because the answer to your question may vary enormously, depending on these issues.

As an example, one of my clients really only has 2-3 major clients. He sees little point in keeping on 'asking' them if they're happy with his services, because he'd be talking to the same 2-3 purchasing officers all the time and they've all made it plain they don't want him to send surveys etc. Instead, he keeps a VERY close eye on repeat business from these clients and referrals from them.

Hello, our company is a contract mfg. of wire and cable harness assemblies, we are certified to ISO 13485:2003 & 9001:2008. We measure our customer satisfaction thru survey's and index relating to on time delivery, reject rate etc. A colleague relayed this situation regarding customer perception: Their metrics for on time delivery, reject rate, etc. all showed that they were meeting their established targets, but when the company president visited one of their clients, and mentioned that their metrics showed a high rating, the client scoffed at this statement, and said they were not happy with the performance. Is this and example of what customer perception is?

 

[Sidney Vianna]

Is this and example of what customer perception is?

Yes, it is. Customer satisfaction monitoring is might be a complex issue. For example, the (customer) buyer might be happy with a cheap supplier, while the people actually using the product might be very unsatisfied. From a business perspective, suppliers have to be aware of whom are the decision makers at the customers, responsible for supplier selection. Many times, it is a multi-disciplinary team. Surveying only one function of the customer might not give you the whole perspective of the potential level of (dis)satisfaction.

Nobody else than the customers themselves can tell you if they are satisfied with you, as a supplier, or not. Scorecards, ratings, raw numbers etc. are only ONE COMPONENT of customer satisfaction. Have a look at (broken link removed).

but when the company president visited one of their clients, and mentioned that their metrics showed a high rating, the client scoffed at this statement, and said they were not happy with the performance.

I hope the company president followed up and asked pertinent questions for the reason behind the dissatisfaction. ANY INTERACTION with a customer might provide valuable insight to their perception of us, as a supplier. The typical survey approach tends to be ineffective, in many cases.

 

[lamorenita_QA]

Thank you for all your feedback, it is helpful.